96. Scaling Luxury Brands with Natalia Chappell

Welcome to today's episode of eCom Pulse. Our guest is Natalia Chappell, founder of NC & Co, a digital marketing consultancy specializing in luxury fashion, lifestyle, and beauty brands. Natalia has over a decade of experience in digital marketing, having scaled the luxury division at THG, working with high-profile brands such as Rikso, Ganni, and Represent.

This year, Natalia took the bold step of launching her own business to focus on providing a more holistic approach to digital marketing.

In this episode, Natalia shares her journey from working in the corporate world to becoming an entrepreneur, explaining the motivations behind her decision to start NC & Co.

She discusses the importance of a founder’s story in building brand trust and how authenticity can be a key differentiator in a competitive market.

Natalia also talks about the challenges brands face in digital marketing, particularly the misconceptions around SEO and the value of TikTok as a platform for both organic growth and paid advertising. She emphasizes the need for a comprehensive marketing strategy that includes a mix of channels and the importance of understanding and leveraging customer data.

Tune in to learn more about Natalia’s approach to creating effective marketing campaigns, the role of creativity and data in driving results, and her vision for the future of digital marketing in the fashion industry.

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Guest: Natalia Chappell, founder of NC & Co.

LinkedIn: https://www.linkedin.com/in/nataliachappell/

NC & Co. – https://www.nataliachappell.co.uk/

Watch the full Youtube video here:

https://youtu.be/nId-Xens_5g

Takeaways:

• Authenticity and employee-generated content are key strategies for successful marketing campaigns in the fashion industry.
• TikTok is a valuable platform for brands to engage with their audience and drive conversions.
• Data analysis, website optimization, and retargeting are essential for driving conversions and improving campaign performance.
• Brands should continuously test and learn, stay ahead of trends, and take risks to stay competitive in the ever-changing digital marketing landscape.
• Natalia shares fun facts about being bilingual and living in different countries.

Chapters:

00:00 Introduction and Natalia's Journey in the Fashion Industry

08:15 The Evolution of Digital Marketing in the Luxury Fashion Sector

23:32 The Impact of COVID-19 on Digitalization and Authenticity

28:03 A Successful Campaign Launch: Channels and Investments

35:39 Conclusion and Fun Facts